Fashion Market Research Articles

Muslim Fashion Development Strategy in the Ḥalāl Industry in Indonesia: Some Notes from the Quran and Hadith

This article aims to analyse the internal and external factors that influence the development of the Muslim fashion industry in the context of the ḥalāl industry in Indonesia and formulate appropriate strengthening strategies based on the results of the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. This research uses a mixed approach, or a combination of qualitative and quantitative methods (mixed method), in the form of an exploratory sequential design, using the SWOT analysis technique. The research results indicate that the Muslim fashion industry in Indonesia has several strengths, which include a large domestic market, increased awareness of Sharia-compliant fashion, as well as ethnic diversity and traditions. It also shows Islam as a religion that promotes respect for cultural diversity, as Allah created humans in various forms, languages, and cultures (al-Ḥujurāt [49]: 13). Several weaknesses were identified, including a lack of access to necessary resources and technology. In terms of opportunities, they can be obtained through the increasing global demand for ḥalāl products, the opportunity to innovate in Sharia-compliant fashion design, and the demand for eco-friendly products. These are in line with Allah’s command to His caliphs to preserve the environment, among which are found in al-A‘rāf [7]: 85 and al-Qaṣaṣ [28]: 77. However, threats such as global competition and regulatory changes can hamper industry growth. Therefore, strengthening strategies are urgently needed in several main areas, to strengthen the domestic Muslim fashion market, encourage the market for Muslim fashion products, collaborate with other ḥalāl sectors, and control the export market.

Size-inclusive advertising in the Asian fashion market: Female consumers' responses to a plus-size vs. Thin-size model in South Korea.

Global fashion brands have embraced size-inclusive advertising featuring plus-size models, yet the responses of Asian consumers to such advertising-where the average body size of women is smaller than in Western markets-have garnered little attention. This study, utilizing the S-O-R model, aimed to investigate whether the relationships among perceived actual and ideal self-congruence, perceived attractiveness and familiarity of a fashion model, and purchase intention vary based on the body size of the fashion model. We tested the hypothesized relationships using ANCOVA, confirmatory factor analysis, and multi-group structural equation modeling, analyzing 623 online survey responses from South Korean female consumers. Actual self-congruence had a greater influence on perceived familiarity in consumers exposed to a thin-sized model compared to those exposed to a plus-sized model. In contrast, ideal self-congruence had a more significant positive impact on the perceived physical attractiveness of the plus-size model than the thin-size model. Furthermore, the plus-size model's perceived physical attractiveness had a more significant positive effect on purchase intention than that of the thin-size model. This study highlights the importance of crafting advertising images that portray plus-size models as physically attractive to elicit favorable responses from Asian consumers.

Emerging Themes and Research Directions in Halal Fashion: A Bibliometric Study

<p><em>This study aims to explore the trends and developments in Halal fashion studies published in Scopus-indexed journals. This study uses a quantitative method of bibliometric analysis to analyze the characteristics of articles, keywords, abstracts, authors, and related journals. This study analyzed a total of 17 articles written by 50 authors and published in 17 different journals. The results showed that research on the phrase Halal fashion experienced a significant increase from 2009 to 2023. In the source analysis category, the Journal of Islamic Marketing ranks top in Halal fashion publications in terms of impact measurement and total citations. Based on the author analysis category, it was found that Management and Science University and the University of Indonesia were the affiliations of authors who ranked first. The author's country affiliation places Indonesia in the first place, followed by China and Malaysia. In the document analysis category, Echchaibi's work published in 2009 ranked first in terms of citations. In the category of word analysis, the keywords that are widely used by the authors are Halal fashion, hijab, Islam, and Islamic marketing. The research makes a significant contribution to mapping trends in research related to Halal fashion.</em></p>

The drivers of sharing willingness regarding sustainable fashion brand image based on commitment theory

PurposeSustainability is considered a core trend in the development of the fashion industry. Clarifying the driving factors of consumers’ sharing willingness regarding sustainable image from the perspective of psychology can help fashion brands implement sustainable management and deepen industrial sustainable development.Design/methodology/approachBased on commitment theory, this paper proposes a conceptual model that includes three antecedents: perception of greenwashing, environmental, social and governance (ESG) and social media content quality. These affect consumers’ sharing willingness regarding sustainable image through affective commitment, continuance commitment and normative commitment. Furthermore, 310 participants reported their tendencies in a formal empirical study.FindingsThe results show that unlike green perception, which has a significant negative effect, consumers have a significant positive commitment to high perceived levels of ESG and social media content quality. Besides, all three dimensions under the commitment theory play a partial mediating role between consumer perception and sharing willingness.Originality/valueThis study not only extends the research on the commitment theory to the field of fashion marketing and management but also enriches the research context of brand image sharing willingness, which explains the differential effects of different consumer commitments on their information sharing willingness. Moreover, several management implications applicable to the fashion industry have also been proposed based on the conclusion.

The Impact of Social Media on Consumer Behavior and Purchasing Decisions in the Fashion Industry

Abstract: The present study aims to examine the noteworthy impact of social media platforms on customer behavior and purchase decisions in the ever-changing fashion business. Fashion marketers now need to grasp how social media usage affects consumer behavior due to its exponential expansion worldwide, especially among fashion-conscious populations. This study investigates the complex relationship between social media involvement and several aspects of consumer behavior, such as brand awareness, brand loyalty, buy intentions, and actual purchase behavior. It does this by conducting a thorough review of the existing literature and doing empirical analysis. Additionally, the study explores the ways in which brand advertising, influencer endorsements, and user-generated material on social media influence customer perceptions and preferences in the fashion industry. This study integrates theoretical understandings with real-world applications is to offer insightful information to fashion firms and marketers who want to improve their social media tactics and gain a competitive edge in a sector that is becoming more and more digital

Optimising corporate social responsibility communication in Asia: A comparative case study of Uniqlo and Shein

PurposeFast fashion brands in Asia are increasingly incorporating corporate social responsibility (CSR) into their business strategies in response to the mounting environmental and social concerns. The study aims to provide insights into the current landscape of CSR practices and communication within the Asian context through focusing on two prominent Asian brands to understand how these fashion brands articulate and convey their CSR activities on their respective websites.Design/methodology/approachThis study used a qualitative content analysis to critically evaluate the CSR communication used by Uniqlo and Shein, with the incorporation of signalling theory as a theoretical framework to discuss the observed elements on their websites.FindingsThe results indicate that the two Asian fast fashion brands actively engage in CSR’s environmental and social dimensions. Notably, the social dimension is more prominently expressed on both brands’ websites than on other dimensions. Through a nuanced interplay of colour, imagery and keywords, these Asian fast fashion brands strategically signify their commitment to environmental stewardship and stakeholder well-being.Originality/valueThis study fills a gap in the literature by examining CSR programs on Asian-owned fast fashion brands’ websites through the application of signalling theory. The research contributes to the theoretical foundation of CSR communication outcome research, offering actionable insights for marketers entering the Asian fashion market to enhance brand reputation and legitimacy.

The Relationship Between Environmentally Friendly Product Innovation, Sustainable Marketing Strategy, and Customer Satisfaction to Financial Performance in the Sustainable Fashion Industry in Indonesia

This research investigates the interplay between eco-friendly product innovation, sustainable marketing strategy, customer satisfaction, and financial performance in the sustainable fashion industry of Indonesia. A quantitative approach using structural equation modeling (SEM) with partial least squares (PLS) analysis was employed to analyze data collected from consumers and key stakeholders in the Indonesian fashion market. The findings reveal significant positive relationships between eco-friendly product innovation, sustainable marketing strategy, customer satisfaction, and financial performance. Specifically, eco-friendly product innovation and sustainable marketing strategy were found to positively influence customer satisfaction and financial performance, highlighting the importance of integrating sustainability principles into product development and marketing strategies. Additionally, customer satisfaction emerged as a critical driver of financial performance, underscoring the importance of delivering value and positive experiences to consumers in the sustainable fashion sector. These findings have important implications for fashion businesses, policymakers, and other stakeholders seeking to promote sustainability and economic growth in the Indonesian fashion industry.

Analysis of the Communication Strategy of Fast Fashion Brand Uniqlo in Cross-Cultural Contexts

With the globalization of culture and the improvement of economy, overseas sales of big brands have become a major destination. The international fast-paced, high-quality labels with location and mobility advantages have quickly entered the Chinese domestic market characterized by strong demand and demographic dividend, and soon have conquered a market place. Under the current cross-cultural context, whether the product message sent overseas can suit the culture, psychology and customs of the target country, has become a key factor in its determining business success. This article chooses UNIQLO as the main example, put its Chinese Localization strategy under the difference of Chinese and Japanese cultures. Base on the grasp of the status quo of China's fast fashion market, consumers' life attitudes and media habits under the background of economic and social development, uses the theoretical frameworks related to cultural differences to analyze the brand’s cross-cultural explanations of its own concept, the location of the communication Discourse, the choice of media and its communication effect to further promote the understanding of brands’ cross-culture communication and provide reference to fast fashion brands’ communication beyond the boundary.

Decoding Moroccan Gen Z: An Analysis of Spanish Fashion Brand Perceptions in Morocco

Spanish fashion brands seeking to enter or solidify their presence in the Moroccan affordable luxury and fast fashion market face a unique set of challenges. This study highlights the critical importance of understanding the intricacies of Morocco's affordable luxury sector, including commercial and ethical considerations. Overlooking these differences can lead to strategic missteps. This article offers practical guidance for navigating the Moroccan market. Through a survey of potential Gen Z Moroccan clientele in Tangier and Gen Z Spanish clientele in Barcelona, the research explores brand perceptions and categorizes 10 Spanish brands along a spectrum ranging from ultra-fast fashion to luxury brands. Additionally, the survey analyzes how ethical values impact the Moroccan participants' purchasing decisions. Furthermore, the article emphasizes the importance of continuous adaptation for successful market penetration. This research provides valuable insights for Spanish fashion companies aiming to cultivate strong business relationships with Moroccan affordable luxury consumers.

Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry

PurposeThis study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing, and uncertainty reduction theory contributing as the theoretical foundation.Design/methodology/approachIn total, 371 responses were collected from fashionable consumers who had recently purchased fashion products via a purposive sampling approach, and the data were analyzed using structural equation modeling and PROCESS macro.FindingsThe results illustrated that product complexity had a significant impact on product involvement and product diagnosticity, and consumer attitude. Attitude, in turn, had a favorable impact on webrooming behavior. Likewise, product diagnosticity and product involvement had a positive mediating association between product complexity and consumer attitude. Product knowledge significantly moderated the relationship between product complexity, product involvement, and consumer attitude, but it exhibited a negative moderation association between product complexity, product diagnosticity, and attitude.Originality/valueThis study represents a novel research endeavor, shedding light on webrooming from the perspective of product attributes in fashion retailing. It contributes to the growing body of literature on fashion marketing by analyzing the rapidly evolving phenomena of webrooming behavior within the multichannel context of the fashion industry.

This Paper Attempts to Analyze Florence’s Textile and the Functioning of the Fashion Market to Understand the Most Important Features that Made the City the First Fashionable City in Europe during the Renaissance Epoch

In the early modern period, from the 14th-16th century, the textile and clothing production industry was a significant economic contributor in Florence. The Florentine fashion industry's success became evident in the city's fashion exports, which were sought-after globally, providing employment opportunities for many of its residents which were dominated mainly by a thriving textile and clothing market, eventually dividing the society into guilds which were determined by class, employment role and economic status. This essay will describe how the Florence textile and clothing market’s economy functioned and was heavily influenced by different geographical allies, how the city's strategic location in central Italy made it an essential trading centre which helped establish the city's reputation as a throbbing fashionable destination which proved to be an essential driver of the city's economic and cultural growth eventually shaping the city's fashion scenario. which distributed its wealth and fashionable social dignity unevenly amongst its citizens, manipulating the entire citizenry of Florence to be involved in the larger fashion scenario of the city voluntarily or unknowingly, eventually making the city the first fashionable city in Europe. Finally, it will conclude the most important feature that contributed to making Florence the most fashionable city in Europe.

Fashion Marketing and Environmental Justice

Fashion Marketing and Environmental Justice

Інтелектуальна власність та індустрія моди: особливості правового регулювання

The article examines the issues of development of legal regulation of intellectual property through the prism of the use of intellectual property in the fashion industry. The author identifies the main body of legal acts regulating the enforcement of intellectual property rights. Attention is paid to the issues of intellectual property rights enforcement in the fashion industry, as well as to the specifics of international legal protection of the rights of fashion industry entities. It is emphasized that harmonization of EU and Ukrainian legislation is a key step towards the regulation of intellectual property rights in the fashion industry. The issue of bringing both Ukrainian fashion industry legislation and intellectual property legislation in line with EU legislation is relevant. The author analyzes the retrospective of the development of legislation and relations in the fashion industry, as well as the system of regulations in the field of intellectual property. The author makes a comparative legal analysis of these areas with due regard for changes in the legislator's position. The protection of intellectual property rights in the industry is undoubtedly related to historical, political, economic, legal, social and cultural factors. Applying a retrospective approach to this issue, it is possible to characterize the history of the formation and development of intellectual property rights protection in the fashion industry. The rather active development of the fashion industry after Ukraine gained independence led to a corresponding change in the legislative field. Relations in the fashion industry developed particularly rapidly after the 2000s. This necessitated the legalization of a number of legal relations. Today, this area is changing dramatically, gaining momentum not only in Ukraine but also in the world as a whole. This situation requires the development of more and more effective mechanisms for the legal regulation of intellectual property in the fashion industry. The current state of the copyright system differs from country to country, but there are certain general principles that are ensured in all countries. In particular, the main feature of copyright in all countries is that copyright arises from the moment of creation of a work and does not depend on the fact of registration of intellectual property rights to a work (in our case, a fashion product) or any other special registration thereof, as well as on the fulfillment of any other formalities. The author identifies the main legal acts that affect the development and distribution of the fashion industry. The author also analyzes in detail certain court cases in the fashion industry. A comparative legal analysis of Ukrainian legislation and European regulations in the field of protection of the rights of fashion market participants is made. The author also identifies the main challenges and obstacles to the development of the fashion industry in Ukraine.

E-COMMERCE INNOVATION IN EMERGING FASHION MARKETS: A CASE STUDY OF MOLDOVAN DESIGNERS' DIGITAL EXPANSION AND ROLE OF SUPPORT PROGRAMS

This paper explores the transformative role of e-commerce in the emerging Moldovan fashion market, focusing on the digital expansion of local designers. It examines the industry's shift from traditional manufacturing to innovative online sales channels, highlighting the challenges and opportunities this transition presents, including the need for new skills, legal framework adaptability, and investment. The study also discusses the impact of the COVID-19 pandemic, which accelerated the adoption of e-commerce among Moldovan fashion firms. With the support of programs like the Fashion Omnichannel Mentorship Program, these firms are enhancing their digital presence and competitiveness. The paper emphasizes the importance of mentorship and tailored support in enabling Moldovan brands to thrive in the digital marketplace, contributing to their growth and success in the global fashion industry.

Fashion brands in the metaverse: Achievements from a marketing perspective

ABSTRACT Since the early developments of Web3 and the Metaverse, the fashion industry has been actively launching initiatives, especially through gamification, Non-Fungible Tokens (NFTs) and shopping experience. Up until now the academic literature relating to the implications for fashion brands in a digital fashion marketing context has been scarce. Through a systematic content analysis of 235 articles published between 2021 and 2023 in Vogue Business and The Business of Fashion, this research has focused on the main brands and uses of the Metaverse, as well as their real applications. Through a thorough analysis, this research reveals that the most active fashion sub-industries on the Metaverse are those relating to luxury, sportswear and beauty, with Nike, Gucci and Hermès emerging as the leading brands. Furthermore, when it comes to fashion and the Metaverse, the most popular topics relate to NFTs and gamification, to the point that they are used as synonyms of the Metaverse. This practice creates confusion, not only in terms of the meaning of the term “metaverse”, but also regarding its implications for fashion brands. Finally, the study identifies issues that demand further analysis in subsequent academic research regarding the notion of falsity and the Metaverse.

AI-Driven Precision Clothing Classification: Revolutionizing Online Fashion Retailing with Hybrid Two-Objective Learning

In the ever-expanding online fashion market, businesses in the clothing sales sector are presented with substantial growth opportunities. To utilize this potential, it is crucial to implement effective methods for accurately identifying clothing items. This entails a deep understanding of customer preferences, niche markets, tailored sales strategies, and an improved user experience. Artificial intelligence (AI) systems that can recognize and categorize clothing items play a crucial role in achieving these objectives, empowering businesses to boost sales and gain valuable customer insights. However, the challenge lies in accurately classifying diverse attire items in a rapidly evolving fashion landscape. Variations in styles, colors, and patterns make it difficult to consistently categorize clothing. Additionally, the quality of images provided by users varies widely, and background clutter can further complicate the task of accurate classification. Existing systems may struggle to provide the level of accuracy needed to meet customer expectations. To address these challenges, a meticulous dataset preparation process is essential. This includes careful data organization, the application of background removal techniques such as the GrabCut Algorithm, and resizing images for uniformity. The proposed solution involves a hybrid approach, combining the strengths of the ResNet152 and EfficientNetB7 architectures. This fusion of techniques aims to create a classification system capable of reliably distinguishing between various clothing items. The key innovation in this study is the development of a Two-Objective Learning model that leverages the capabilities of both ResNet152 and EfficientNetB7 architectures. This fusion approach enhances the accuracy of clothing item classification. The meticulously prepared dataset serves as the foundation for this model, ensuring that it can handle diverse clothing items effectively. The proposed methodology promises a novel approach to image identification and feature extraction, leading to impressive classification accuracy of 94%, coupled with stability and robustness.

SUSTAINABLE DEVELOPMENT AND GREENWASHING: AN ANALYSIS OF SUFFICIENT CONSUMPTION IN THE FASHION INDUSTRY

The article examines how the fashion industry has been exploiting marketing tactics that encourage overconsumption and generate a mass consciousness among consumers, where a person's social status is determined by the clothes and accessories they use. However, these tactics have contributed significantly to global environmental pollution and socio-economic issues. The fashion industry has been driven by profit-first interests that rely on cheap materials, accelerated aging of products, aggressive advertising, and an offshoring strategy that provides cheap labor and low tax rates. It is high time that companies reassess their marketing strategies and focus on sustainable development. The current climate crisis demands that companies make informed decisions and take proactive measures toward sustainability. This article revealed the impact of fast fashion marketing on consumer behavior and the environment, highlighting the need for sustainable fashion practices. The article analyzes the initiatives fashion companies take to incorporate sustainability into their core business strategies, for instance, innovative raw materials, recycling, and repair services. The article examines the practice of greenwashing, where companies make false or exaggerated claims about their environmental efforts to appear more sustainable. The article emphasizes the need for companies to encourage consumers to sufficient consumption to stay sustainable and achieve zero emissions to solve climate problems. Achieving and maintaining consumer well-being and social equity are critical goals in today's global business environment. One strategy for achieving these goals is through sufficient consumption, which involves optimizing resource use and reducing waste. Sufficient consumption can be realized by revaluing personal needs and desires, limiting excessive consumption, and minimizing waste. By adopting a mindful and responsible approach to consumption, consumers and companies can promote social equity and cultivate a sustainable business environment.

Mapping Research on Fashion Marketing Using Biblioshiny- R (2014-2024)

Purpose: Scholars have been actively exploring various aspects of fashion marketing framework, with a focus on delineating the characteristics and trends of keywords, authors, journals, and citations. This review aims to analyze existing literature to identify key issues, models, solution approaches, and potential future directions in this field. Design/methodology/approach: Our approach utilizes a dataset comprising 195 articles on fashion marketing research sourced from Scopus. Employing a combination of statistical, bibliometric, and analytical techniques, we systematically examine how the literature addresses these themes. Data analysis is conducted using biblioshiny and VOSviewer software to generate bibliometric maps of research advancements in fashion marketing. Findings: The findings reveal that research developments in this domain are visually represented through six clusters. Cluster one encompasses 12 topics, cluster two includes 7 topics, cluster three comprises 5 topics, cluster four entails 5 topics, cluster five encompasses 4 topics, and cluster six consists of 4 topics. This research endeavors to assess the evolution and trajectory of fashion marketing maps as documented in Scopus-indexed journals. The dataset under scrutiny comprises 195 publications, and the ensuing export data is meticulously processed and analyzed utilizing the R Bibliometrix application program. The objective is to delineate the bibliometric map of fashion marketing research development. The findings reveal a noteworthy surge in the number of publications focusing on fashion marketing. Notably, the Journal of Global Fashion Marketing and Management emerges as the predominant journal, with Ko E. being the most prolific author, and a substantial proportion of citations originating from works authored by Kong HM (2021). The prevalent themes identified through keyword analysis encompass consumer behavior, consumption behavior, sustainability, and fashion industry, fashion industry, consumption behavior, and strategic planning. In terms of conceptual structure, the research employs thematic maps to visually represent the distribution of themes and sub-themes across four clusters: dropping or emerging themes, basic themes, highly developed and isolated themes, and motor themes. The resulting conceptual framework not only sheds light on the current landscape but also serves as a catalyst for ongoing research in this burgeoning field. This comprehensive understanding stands to benefit academics, researchers, and practitioners on a global scale. Research limitations/implications: This study is restricted to articles discussing the fashion marketing framework.

Luxury and Fashion Marketing: A New Wave in the Sea of Marketing

Purpose of the study: The purpose of the study is to present a systematic literature review pertaining to luxury and fashion marketing, how the brands are influencing customers in purchasing in this regard authors have made an humble attempt to trace out the basic issues involved in luxury and fashion marketing to summarise the existing works which helps to identify the important research gaps which help to address future research studies. Design/ Methodology/ Approach: Authors have used content analysis method to organize the literature review pertaining to luxury and fashion marketing, by closely examining the research articles available in this domain. Besides, authors have used inclusion and exclusion criteria to select the research articles. The articles has been collected from repute journals like Sage, Emerald insights, articles published in leading marketing journals and data bases like Ebsco host is used to collect the published works. Findings of the Study: It was observed that a conceptual framework has to be developed to examine closely how luxury brands are influencing the consumer buying behavior, but still it remain unclear. The review presents the concept of luxury and fashion marketing, influence of brands on purchase decisions and also made an attempt to depict models and theories available from previous studies. The classification of research work helps us to understand the current trends and patterns of research in luxury and fashion marketing. Finally, article helps to identify research gap in luxury and fashion marketing also helps to structure the direction for future research works in luxury and fashion marketing. Shortcomings/Implications of the study: Authors of the article suggest that conceptual dimensions should be included in further studies, in this article only existing works get reviewed and implications of the study helps academicians and scholars to conduct the research, managers of companies can use key facts and principle findings of the study as base for developing their marketing strategies. Originality/ Value: The present article provides a comprehensive knowledge about luxury and fashion marketing and also helps to understand the current status of research work and works done so far in this domain.

Improving changeover techniques in apparel manufacturing through single minute exchange of die: implications for benchmarking

PurposeBangladesh's ready-made garment (RMG) industry plays a vital role in the economic growth of this country. As the global trend in the fashion market has introduced a high-mix, low-volume ordering style, manufacturers are facing an increased number of changeovers in their production systems. However, most of the Bangladeshi RMG manufacturers are not yet ready to respond to such small orders and to improve the flexibility of their production systems. Consequently, the industry is falling behind in global market competition. Thus, this study aims to advance the current performance of RMG manufacturing operations to respond to the fast-fashion industry's challenges effectively using quick changeover.Design/methodology/approachIn this study, a Single-Minute Exchange of Dies (SMED) is applied to attain quick changeover following the best practices of lean manufacturing.FindingsThis study examined the performance of the SMED technique to reduce changeover time in two case organisations. The changeover time was reduced by 70.76% from 434.56 min to 127.08 min and 42.12% from 2,664 min to 1,542 min for the case organisations, respectively. The results of this study show that companies require improved changeover times to address the demand for high-mix, low-volume orders.Originality/valueThis study will certainly guide practitioners of the RMG industry to adopt SMED to reduce changeover time to meet small batch production.